Destination social responsibility as a driver of destination stereotypes and engagement

Abstract

In these turbulent times, destinations fiercely compete to attract tourists to build, sustain, and grow their market share. Fostering a favorable perception about a destination through the stereotyping process can help the destinations achieve the same. Thus, this study delves into the emerging concept of destination stereotyping by applying social exchange and signaling theories. We aim to propose and examine the model exploring one of its essential drivers, i.e., destination social responsibility (DSR), and its outcome destination brand engagement (DBE). We also study destination reputation as the moderator for the relationships among DSR, destination stereotype, and DBE. Using structural equation modeling, a collected sample of 520 respondents was analyzed. Findings reveal that DSR influences destination stereotypes, i.e., destination warmth, destination competence, and DBE. Further, destination competence emerged as a predictor of DBE. However, counterintuitively, destination warmth failed to affect DBE in the context of Indian destinations. Finally, destination reputation exhibited a moderating effect for all the proposed relationships. Destination marketers need to emphasize on developing socially responsible destinations to drive desirable outcomes including perceived warmth, competence and engagement among travelers.